GST Group: Reframing B2B Marketing Strategy
商品編號：W33328
出版日期：2023/05/09
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：Incentive to buy, Segmentation, Value
難易度：5 - MBA/Postgraduate
內容長度：10 頁
地域：India
產業：Manufacturing
事件年度：2022
The Gurmukh Singh Technology (GST) group, based in Ludhiana, Punjab, India, manufactured high-precision machined parts and sheet-metal components for various industries and sectors such as agriculture and horticulture. Revenues of the group had dipped substantially in 2018 due to non-receipt of payments from some customers, and the situation was compounded by the onset of the COVID-19 pandemic and the consequent lockdowns in 2020 and 2021. In January 2022, the managing director and head of marketing was planning a restructuring drive with the intention of doubling revenues and increasing the profitability of the group by 50 per cent over the next five years. He had to decide whether to reframe the group’s business-to-business marketing strategy and, if so, in what respect. How should he segment customers and select the most appropriate segments? How could he incentivize these customers to buy his company’s products rather than those of competitors? What should be the value proposition of the company?
教學手冊：GST Group: Reframing B2B Marketing Strategy - Teaching Note
補充材料：